355 Marketing Trends found for Corporate / Financial


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Global Adspend Predicted to Rise 4% in 2016

Trend Summary: Global advertising expenditure will grow 4.4% this year to reach $539bn, ahead of the 4.1% previously forecast in June.


According to Zenith Optimedia’s latest Advertising Expenditure Forecasts, published today, advertising expenditure worldwide will expand by 4.5% next year and 4.6% in 2018, up from the ...

[Estimated timeframe:Q4 2016]

...  previous growth forecasts for both years, respectively 4.3% and 4.4%.

Zenith also predicts that by 2018 global advertising expenditure will total $589bn, $4bn more than forecast in June this year.

This optimistic forecast is mainly driven by better-than-expected growth in the USA, where a strong labour market has encouraged consumers to increase their spending, and advertisers have fought harder for their share of this expanding market.

The forecast also expect US network TV to return to growth this year (at 1%) after shrinking 5% last year, thanks to new spending by pharmaceutical and fast moving consumer goods companies, plus a strong TV advertising upfront in the USA.

The forecast has also made slight upgrades to its adspend forecasts for Asia Pacific and Western Europe. Zenith now expects Asia Pacific to grow 6.3% this year, up from its previous forecast of 6.2%, thanks to heavy political spending in the Philippines in the run-up to the May 2016 elections.

Zenith has also increased its forecast for Western Europe, where improved conditions in Belgium, Finland, Germany, Italy, Norway, Portugal and Sweden have compensated for slowdown in the UK.

Read the original unabridged Performics.com article.


 

 

 


 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Performics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7030

European Marketing Activity Defies Brexit Uncertainty

Trend Summary: European marketing activity rebounds despite Brexit uncertainty.


According to the latest Global Marketing Index [GMI] published by London-based World Economics, although marketing budgets have fallen in the Americas they have ...

[Estimated timeframe:Q4 2016]

... bounced back in Europe.

The Global Marketing Headline Index reached a value of 52.6 in October, virtually unchanged from the month before. This value indicates a low level of global marketing activity.

However, the European GMI showed an increase in growth in October after six months of decline, which has been attributed to uncertainty about the impact of the Brexit referendum.

During the month, there was no real change in the Asia-Pacific region, although a decline in marketing activity took place in the Americas where the index reached 49.7, just below the 50.0 ‘no change level’.

Meanwhile, however, Global TV Budget share continued on a falling trend.

Read the original unabridged World Economics.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7016

Recession, Austerity Drive Deep Changes In Small UK Businesses

Trend Summary:  Of the 5.2 million small businesses that currently dominate the UK economy, a majority initially experienced crisis and hardship.


Research recently conducted by French multinational insurance firm AXA reveals that years of recession and austerity have wrought deep changes in the character of small UK businesses, a majority of whom are based ...

[Estimated timeframe:Q4 2016]

... on ingenuity.

The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship.

The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or long-term unemployment.

Moreover, disability, age and caring duties are factors increasingly cited as reasons to become self-employed.

The study also notes that a quarter of new businesses are founded by those on the cusp of retirement (55 to 65 age group) while a further seven per cent were created by people of state pension age.

Says Mike Stevenson, founder of Edinburgh based community investment firm Thinktastic: “I started a business at the age of sixty.”

“My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Read the original unabridged talk-business.co.uk article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7005

Global Marketing Budgets Fall For First Time in Over Three Years

Trend Summary: Marketers worldwide have tightened their purse-strings, causing global marketing budgets to fall for the first time in over three years.


In its latest monthly release, the Global Marketing Index [GMI] published by World Economics.com, reveals that the value of the Global Market Headline Index fell in September to 52.4, the fourth consecutive monthly decline in ...

[Estimated timeframe:Q3 2016]

... the level of the index.

GMI regional indexes slowed across all regions and in the Americas reached 50.5, just above the 50.0 ‘no change level’.

September's Global Marketing Budgets Index recorded a value of 49.2, below the 50.0 no change level, indicating the first fall after nearly four years of growth.

Budgets were reduced in all regions apart from Europe where an index of 51.0 (representing insipid growth) was recorded causing the index to fall in value for the sixth consecutive month.

World Economics.com attributes the Global Marketing budget cuts as a reaction to challenging marketing conditions. These are illustrated by the Global Trading Conditions Index which fell in September for the fourth consecutive month and in value across all regions.

Read the original unabridged WorldEconomics.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6995

Facebook's Instagram Purchase Set to Pay Dividends

Trend Summary: Facebook's recent purchase of Instagram is on course to be be a key factor in the former's future growth.


According to Fox Business News, after years of restraint Facebook ceo Mark Zuckerberg and his accolytes are looking to monetise their aquisition of photo sharing site Instagram which now boasts circa ...

[Estimated timeframe:Q3 2016]

... 500,000 advertisers.

Facebook has astutely added the ability for advertisers to buy both Instagram and Facebook ads via a single interface, a decision that is now paying dividends and propelling the photo-sharing site into top gear.

Virtually a year ago to the day, Facebook announced that Instagram advertising was available to marketers. It now boasts 500,000 advertisers, enabling them to buy both Instagram and Facebook ads via a single interface - a decision that is now is now paying dividends.

In approximately seven months Facebook has enticed 150% more brands into reaching its Instagram audience.

Read the original unabridged Fox Business News article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6989

The Shift of IT Services to The Cloud Is Set to Accelerate

Trend Summary: According to a new study by McKinsey, cloud adoption among large companies is set to accelerate.


The study posits that the shift to cloud computing is about to experience significant acceleration, with the largest gains coming from major enterprises which until now have been ...

[Estimated timeframe:Q3 2016]

... slow to change.

The 'IT as a Service Cloud Survey', conducted by management consulting group McKinsey & Co, interviewed circa 800 CIOs and IT executives worldwide across a variety of industries.

The research predicts that "in the next three years, enterprises will make a fundamental shift from building IT to consuming IT”.

McKinsey also notes that enterprises are planning to transition IT workloads at a significant rate and pace to a hybrid cloud infrastructure, with off-premise environments seeing the greatest growth in adoption”.

“While cost is often perceived to be the main driver of this shift, our research shows that benefits in time to market and quality are driving cloud acceptance, while security and compliance remain key concerns for adoption, particularly for large enterprises.”

By 2018, the report expects that over one-third of of major companies will use public infrastructure as the primary environment for at least one one workload.

Read the original unabridged Blogs.wsj.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6984

High Ad-Fraud Rates Beset Google and Microsoft Browsers

Trend Summary: Ad fraud activity is highest on certain browsers made by Microsoft andGoogle.


According to  FraudLogix, a Florida-based provider of fraud solutions for the supply side and DSPs [digital signal processors] in the programmatic advertising industry, fraudsters can easily manipulate consumers ...

[Estimated timeframe:Q3 2016]

... web browser software for criminal financial gain.

This is achieved by infecting browsers with malicious code and forcing them to load certain webpages. For advertisers this is bad news, since they can end up paying for ads which are never actually seen by real people.

To examine the role of browsers in this process, FraudLogix examined a sample of 135 million individual online ad impressions over a seven-day period in July, and analysed the browsers to which the ads were served. The company also tracked the portion of those ads its technology deemed as delivered to “non-human” or “bot” traffic.

Unsurprisingly given their dominance of the market, the browsers in which the most fraudulent impressions were loaded were versions of Microsoft’s Internet Explorer and Google's Chrome

Unsurprisingly, however, Microsoft and Google each questioned FraudLogix’s methodology, claiming that it isn’t possible to accurately measure fraud at the browser level.

A statement issued by Microsoft claims: “Bots and malware often forge user agent strings to produce “fake” traffic, which can’t be attributed to a particular browser.” 

Google, likewise, wasn't taking these criticisms lying down. In a statement the Mountainview mammoth declared: “When malware infects someone’s device or web browser in general, the infected machine may act as a fraudulent bot impersonating any browser, even if it isn’t installed on the infected machine. As a result, we’ve found that measuring ad fraud per browser has not been a helpful way of understanding this issue.”

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6974

EU Puts the Squeeze on Tax Avoiding US Tech Titans

Trend Summary: The EU announced yesterday its intention to rein-in the alleged tax evasion excesses of US tech giants.


The European Union this week revealed that Apple Inc owes approximately €13bn [$14.5bn] in what it politely calls "uncollected taxes" over the past decade. The move represents a new high-water mark in the bloc’s efforts to rein in the ...

[Estimated timeframe:Q3 2016]

... alleged tax-evasive excesses of American tech giants.

The EU's move is just the first shot in what is expected to be a busy autumn for European officials, who are pushing forward a raft of regulations and investigations aimed at altering the behavior of a cadre of US-based internet superpowers. The moves are supported by a host of players—from EU regulators in Brussels to a bevy of national authorities across the continent. They are targeting areas ranging from personal privacy to anti-competition issues.

In coming weeks, EU bodies plan to debate new telecom rules that could expand to cover services like WhatsApp, proposed legislation to push news aggregators to pay newspapers for showing snippets of content, and potential audiovisual rules that would force companies like Netflix Inc to finance European movies.

At the same time, authorities in capitals like Brussels, Paris and Berlin are pursuing investigations involving big companies like Google, Amazon and Facebook, concerning alleged tax avoidance, anticompetitive behavior and privacy concerns.

“It’s an avalanche coming,” says James Waterworth, vice president for Europe at the US-based Computer & Communications Industry Association, a lobby group that represents Amazon, Facebook, Google and Netflix. “There’s a political sense from some camps that these big, extraterritorial companies are getting away with things that need to be addressed.”

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6969

Consumers Expect Companies To Display Corporate Social Responsibility

Trend Summary:  Corporate Social Responsibility [CSR] programs are becoming an integral part of a client's brand


 A large, cross-generational majority of consumers expect companies to display a level of corporate social responsibility. Last year, Havas Worldwide's Project Superbrand report surveyed 10,131 people aged 18+ in twenty-eight markets worldwide, revealing that 73% believe ...

[Estimated timeframe:Q3 2016]

... companies have a responsibility to do more than just generate profit.

A further 75% said that companies have an ethical obligation to operate in ways that do not harm the environment.

Respondents included a cross section of consumers representing millennials, Gen Xers and baby boomers.  

The report also reveals that companies have a unique opportunity to do the right thing and reap the rewards. Moreover, their advertising agencies have new opportunities to deepen their meaning and importance as they assist clients down a path of purpose.

Read the original unabridged Adweek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6968

Global Marketing Growth Continues to Slow

Trend Summary: According to the Global Marketing Index [GMI] marketing budgets growth was almost stagnant in August.


The value of the Global Market Headline Index [GMI] fell in August to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that ...

[Estimated timeframe:Q3 2016]

... global marketing activity is continuing its steady decline. This began in March 2015 after the GMI registered a value of 57.4.

The value of the GMI fell in August 2016 to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that global marketing activity is continuing its steady decline which began in March 2015 after the Headline Index registered a value of 57.4. The GMI Indexes fell in both Europe and the Americas in August, but remained steady in the Asia-Pacific region at 52.6 for a third successive month.

The allocation of budgets to traditional media (TV, Press, Radio and OOH) indexes continued to fall globally, all below the 50.0 ‘no change’ level for August.

TV budgets grew only in Europe but, even there, the rate of growth of spending in the medium declined in August for the third successive month.

OOH fell in the Asia-Pacific region, slowed in Europe with a value of 50.8, close to the stagnation level and fell in the Americas. Once again, Digital and Mobile media continued to see an expansion of resources allocated to them with high index values recorded in August across all regions and in consequence, globally.  

Read the original unabridged World Economics.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6963



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